It's perfectly legitimate (not to mention a fact in 99.99% of relationships by my estimate) for partners to have different needs and wants. And limits. Yes.
Compromises are a way of life for a good couple. Having 'special occasions' is not a bad way to go about these compromises, doing something for your partner you wouldn't want to do on a regular basis, with a nice socially acceptable rhythm to it.
To pick an example at random, I wouldn't buy my jewelry every day (or week, or month), but a couple of times a year for special occasions (birthday, anniversary) are cool.
Wrapping up, if there was an increasing cultural effect making my wife expect (and hint at) increasingly weird and tasteless things that she'd like for her birthday (I'd getting shivers just imagining examples), believe you me I wouldn't be happy about it, and saying no would still not be easy.
BTW: if you comment above was sarcastic and I missed it, consider this comment moot.